yeah i think they um someone came up with an ai song and said this is oasis's new song what do you think yes that's incredible we absolutely love it and then it's ai generated or hate it

Now, this academic actually feels that that's going to be a moment.

That's a moment in time.

We will get used to it and it will become less of a thing.

But it's a really crucial issue for brands at the moment, because if you're using AI to produce content, to write your customer service letters, your marketing, your advertising, if people can sense that it's AI at the moment, they're going to they're not going to like it.

So it's a very careful balance for marketing, for brand leaders now.

But as you say, there's actually a really exciting possibility.

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